In this 2025‑2026 YouTube video, Dan Novaes recounts spending $100,000 on the Tony Robbins Platinum Partnership and distills the most valuable lessons he extracted for entrepreneurs and leaders. He argues that state—your emotional, physiological, and mental condition—is the foundation of effective decision‑making, and he explains Tony’s "triad" (focus, language, physiology) as a practical tool for rapid state shifts. Novaes illustrates how applying the triad before high‑stakes events (e.g., a massive earnings call) helped him raise nearly $10 million in a few days. He delves into deeper psychological work taught in Robbins’ seminars, such as uncovering limiting beliefs, the "towards and away" values framework, and crafting a personal mission, core values, and a "primary question" to reframe conflict. Finally, he emphasizes the power of proximity: the network and mastermind relationships formed among Platinum partners, which can accelerate fundraising, idea generation, and personal growth. The video concludes with concrete takeaways—manage your state, align personal values, and surround yourself with high‑impact people—while noting that many of these concepts can be accessed for free through online resources, though the in‑person experience adds unmatched value.
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In 2025, I spent over $100,000 for one of the most elite coaching programs in the world, the Tony Robbins Platinum Partnership. This is not a typo. $100,000 for coaching? Why would I do that? Because the right insight delivered at the right moment can change the entire trajectory of your business and of your life. And in this episode, I'm going to give you the exact takeaways I got from the Tony Platinum program. The frameworks, the mindset shifts, and the business strategies that helped me raise capital lead better and scale faster. This is what I paid $100,000 to learn and what you are getting for free. Let's get into it. Most people obsess over tactics, funnels, pitch decks, product strategy. Tony flipped that. Your strategy is only as strong as your state. Your emotional state, your energy, your psychology, your focus. State comes first. What Tony is, is a master of state change. Because if your energy's off, your thinking is off. And if you thinking is off, your decisions are going to be trash. One of the biggest things that I've taken away from doing the Tony Robbins coaching program and also all of his courses is that he always focuses on getting you in the right state. You can actually watch his videos and you will see him literally jump up and down and do this with his arms. Focus on breathing and visualize a certain type of energy and feeling. This changes his entire composure. And if you don't believe that state change matters, you think about when you're in a room and if you're just feeling neutral or you're feeling happy and then someone comes in and starts complaining, if they just start complaining and they talk about how bad their day was, or if they start yelling at you, their energy impacts your energy. This changes your state. When you are upset, you are not going to do your best work. You're not going to be productive. And so state is everything. A lot of the time spent in the Tony Robbins courses and that program is, is really focus on getting you out of your head and into your heart, which is really this whole concept of changing your entire state, thinking about the things that were really impactful throughout your life, really diving into things that are gonna energize you and make you feel a certain way. When you have a high amount of energy, when you are feeling productive, when you're feeling great, you are gonna make the best decisions. And those things will keep you from being feeling mentally drained by from feeling emotionally reactive and making a bad call. This is one of the most productive ways to actually make an impact in Your life. And I recommend you actually put Tony Robbins state change program or Tony Robbins state inside of YouTube because there's many people that have actually created state changing protocols that you can do with 5 to 10 minutes of your time every morning. And they work. Tony teaches something called the triad and it changed how I prep for almost everything. There are three levers you can pull at any moment to change your state. Focus. What's your attention? Are you thinking possibility or are you thinking problem? This is very similar to the glass half full and half empty. Are you focusing on what's wrong or are you focusing on how this could be better? Or are you focusing on how you can learn from this situation language? What are you saying to yourself in that moment? Are you framing or freezing? When you have negative self talk, when you're putting it out into the world that I'm not good enough or I suck or I this, you are making that a reality. You can keep those emotions to yourself. You're going to have those emotions, everyone does. But there's a big element of putting it out into the world and speaking it, because your body, your psychology, your state will make it so. And you are able to change this with the language that you actually use. Lastly, your physiology, your breathing, your posture and your movement. Breath is the most important thing that you have inside of you. Really. Calming your breath will calm your nerves. Calming your nerves will allow you to think more rationally and clearly. Your posture, the way you stand up, the way you're sitting at your desk when you're working, are you moving around, are you standing on your desk? Your movement, these things will all impact your broader way of thinking. These things sound very basic, but they are not. If you use the triad before investor meetings or before a big team, all hands, these are major decision makers. I personally use them before getting ready for television interviews, big investor meetings. And I will focus on my state and I will focus on these little things that will make me feel great and allow me to succeed in whatever I'm trying to accomplish. So as an example for us, last year, we had one of the biggest ever earnings calls that we've ever had. We had over 10,000 people register this. And I believe that Max, we had almost 5,000 live people during this video. Prior to that meeting, I was really focused on my state. So before us getting on and talking to all these people, you know, you're a little nervous. And I really focused on getting my breath right, jumping up and down, getting my heart rate going, really talking myself up. And when we got into that video, we ended up raising almost $10 million in a matter of three or four days. Your state change really impacts how you're going to execute on something. One of the biggest misconceptions is that everything that you're going to do professionally is going to come from the work ethic that you put in in your work setting. And that is actually not the case. A lot of the things that actually hold us back are focused on our personal lives, our relationship with our partners, our relationship with our kids, our relationships with ourselves. A lot of the things that Tony Robbins really focuses on is really diving into the emotional blocks that you have from when you were a kid or when you were a teenager. And we all have them. No one that you look on the Internet does not have these things because we're all human. One of the biggest focus areas there is to really dive into this psychology. What were the things that you thought about when you were a kid that are still limiting beliefs that are showing up today? What are belief systems that you currently have that actually don't allow you to move forward? One of the things that Tony Robbins talks about is this idea called towards and away values. And this is something as part of the Date with Destiny program. This was extremely valuable for me to really think about what are the things that are in my life that I think are possible? And I create a unrealistic expectation of myself. It sounds more complex than it actually is. And it's something that I highly recomm that you actually research by looking at towards and away belief systems. Another thing that you're going to focus on is what your mission is in life. Really thinking about. What do you want to be? What do you want to do? Our company has a mission. We have core values. We hire people based on those core values. That is something that is extremely important to the culture and how our company grew. Initially we just wanted to put nice words up so that people thought that we really cared about these values. And four years later we decided to scrap all those values. And back in 2022 when the company went through a rebirth is what we call it. And today they guide everything that we do. However, one thing I realized over this past year is I didn't have those same values for myself. I didn't have a mission statement for myself. I didn't have my one year personal goals and I didn't have something called my primary question. And the primary question really is when you're in a situation that upsets you, it could be an argument with your partner. It could be an argument with your business partner, it could be an argument with your kids. We all have unpleasant situations. Most people tend to just get upset and that being upset breaks them from their flow and breaks them from their state. If you can ask yourself, what is the good that I can find out of this situation? And how can you be a better person from this situation? This will generally ease the pain that you're currently feeling that is annoying you about that situation. These are the type of things that you're going to work on during these seminars. It's not easy. It's 3, 5, 7 days of 12 hour days of going through it. You have to take time off work, you have to take time off your, your personal life. But they are highly, highly worth it because you will come out a better person, a better leader and people will feel the difference if you take it seriously. The last one is really this concept of proximity. You are a product of the five people you spend the most time with. And so proximity is power. Yes, coaching was valuable, the seminars were valuable. But the really what I paid for were the people in the room. Being around. Other platinum partners allowed me to meet other founders, fund managers, operators, people doing really cool stuff in different industries. It allows you to get exposure to how they're thinking. It shifts your thinking and you can move faster than everyone else. You build a worldwide network. And this isn't just for Tony Robbins and the platinum partnership. It's for any type of mastermind. And coaching, typically that is actually the highest value you can get. So while I'm here giving you a lot of the high level contents that you can go and research yourself to dive deeper into, you cannot get the proximity of being a part of those groups without being a part of those groups. One conversation could save you six months. One intro could change millions of dollars in capital that you can raise for your business. One idea could make an entire difference in how your relationship with your partner will ultimately go. Proximity is a network. It's shortcoming time. You do not need to spend a hundred thousand dollars on coaching to get value from this. There is a ton of information out there on how you can take a lot of the concepts and YouTube videos from the Tony Robbins seminar and apply them to your life. As you start getting to the point where you can actually make these types of investments. I highly encourage you to so you meet those right people and you get the full experience. Because I can tell you things, but until you feel those things, you are not going to have the same experience. But this will guide you along the way, I spent over 20 years of my life learning a lot of these tactics and and ultimately finally decided to make the plunge over the last five to 10 years. And you can too. Here's what I want you to take away from the day Manage your state first. Everything flows from that. Control what you can control and focus on finding the good in any situation that you are in. Focus on your personal relationships and the belief systems that you have within yourself. Apply the same logic that you would apply with your company around, your mission, your core values, your primary questions, and define what that looks like for yourself. And then lastly, pay for proximity. If you can, focus on who you hang out with. Who are the five people that you're spending time with? Are they making you better or are they bringing you down? We obviously can't choose the families that we were obviously born into, but you can choose who your friends are and who you decide to spend your time with. So start getting into the better rooms any way you possibly can. This is what the Tony Robbins coaching program gave me, and if it can help you make sharper moves, think faster, or avoid one bad decision, I then it was worth giving away.
